Advertising is not a one-and-done situation, nor is it something that you want to pursue only during your busiest seasons. It’s also not just for when you have a new promotion running. In fact, advertising should be continuous to achieve maximum results. Consider, for example, major cell phone providers like Verizon and AT&T.
These corporations have ongoing campaigns designed to raise awareness, which keeps the brand top of mind. Like these companies, you want to provide consistent advertisements to help raise brand awareness and improve the perception of your brand.
Consistency is Key
When you advertise consistently, you create a sense of dependability and trust behind your brand. Advertising only around sales and promotions gives consumers the impression that your main goal is to push those specific products. By advertising consistently, you increase overall brand awareness so when customers are ready to make a purchase decision, they are already aware of your brand, what it represents and who you are as a business.
By advertising regularly you place your business in front of your target audience on a frequent basis. This strategy creates a sense of familiarity, which has immense benefits for your business.
Brand recognition is a critical element of bringing in new customers and maintaining current ones. When consumers see your ads, they recognize your brand based on the branding:the language used in the ads to the design, the color elements, and the themes and characters you share.
See Steady Results Over Time
Infrequent advertisements will leave you with uncertain ROI that changes based on the season and specific advertising campaigns. By advertising consistently you are more likely to see a higher return on your investment due to those constant efforts.
Consistent advertising helps you introduce your brand to potential customers regularly. Real Estate Agents are good examples of this. Home sales have seasons, but during the off-seasons, agents continue to advertise, because they never want to “turn off” their flow of potential buyers and sellers. Most people need a realtor only a handful of times throughout the course of their lives and realtors know they need to continue to advertise to help build awareness.
Build a Stronger Relationship With Your Customers
When you are constantly advertising, you put yourself in front of your target audience and engage with them on a regular basis. This builds a stronger overall relationship with your customers. As a brand, you want to build a trusted relationship with your target audience. When they feel connected to you and trust you, they keep you top-of-mind.
Customers become more likely to express their positive experience with your brand to their circle. When people feel they can rely on your brand, they share information therefore bringing in new customers. Not only that, customers with whom you have an ongoing relationship are less likely to use your competitors when they have needs in your industry.